Little Canada wants to celebrate the art of miniature in a big way.

The Yonge & Dundas downtown Toronto attraction is using stop motion animation in its latest marketing to bring in a wider audience during the summer. Dentsu is Little Canada’s creative partner behind the new campaign.

“We knew we needed to do something a little bit different,” says Chloé Gravelle, CMO for Little Canada. “For us, this is an opportunity to really tell the story of what Little Canada is, and Dentsu did a great job with their strategy.”

In the attraction’s new campaign, Glen, a fresh arrival in the miniature wonderland of Little Canada, navigates the intricacies of his new surroundings with the guidance of Rohit, a seasoned resident. Gravelle tells strategy these two characters have the potential to be a key part of its messaging going forward.

Gravelle adds that Toronto tourist attractions like the CN Tower and even Ripley’s Aquarium, which opened just a little more than a decade ago, have longstanding or strong brand equity, whereas Little Canada launched during the COVID-19 pandemic. But Gravelle says that word about Little Canada is beginning to spread.

The campaign, with support from iProspect and PR agency, spPR, is out now and will run until the end of August. It will launch with a 15-second intro video that the organization is calling “Welcome to Little Canada,” alongside digital OOH, Meta, and other digital and social assets. Little Canada plans to launch another video at the end of June, along with more digital and social ads.

“It was really about trying to understand the audience and making sure we were able to track the efficiency of each tactic,” Gravelle says.

The audience it’s targeting, she says is primarily young families, with the attraction being a good fit for kids of all ages, but she adds that Little Canada’s own insights reveal that it’s a great date outing for young adults, as well.